Dismiss and follow up advertising

ABSTRACT

Techniques to allow advertising or other secondary content to be dismissed for later follow up are disclosed. In various embodiments, a user input associated with dismissing a displayed content for later follow up is received. Display of the content item discontinued and a follow up record is stored based at least in part on the indication. The follow up record is used to provide to a user with which the user input is associated a follow up content associated with the dismissed content.

CROSS REFERENCE TO OTHER APPLICATIONS

This application is a continuation of co-pending U.S. patent applicationSer. No. 14/566,593, entitled DISMISS AND FOLLOW UP ADVERTISING, filedDec. 10, 2014, which claims priority to U.S. Provisional PatentApplication No. 61/914,297, entitled DISMISS AND FOLLOW UP ADVERTISING,filed Dec. 10, 2013, both of which are incorporated herein by referencefor all purposes.

BACKGROUND OF THE INVENTION

Users of modern communication devices and media are bombarded withinformation, including without limitation advertising content. Suchcontent may be displayed in banners or other regions of a display area,as suggested “posts” or other native format content in a social mediastream or feed, in pop-ups or other display areas that may obscure ordetract from non-advertising content with which the user is attemptingto interact.

Typically, such advertising content may be ignored or dismissed if theuser has no interest or is too busy to engage with or otherwise use thecontent. If the user is interested in the advertising content, typicallythe user must engage with and interact with the content while it remainsdisplayed, which typically requires the user to interrupt the user's useor other interaction with non-advertising content and/or functionality.

BRIEF DESCRIPTION OF THE DRAWINGS

Various embodiments of the invention are disclosed in the followingdetailed description and the accompanying drawings.

FIG. 1 is a block diagram illustrating an embodiment of a system toallow displayed content to be dismissed for follow up later.

FIG. 2 is a flow chart illustrating an embodiment of a process to allowdisplayed content to be dismissed for follow up later.

FIG. 3 is a block diagram illustrating an embodiment of a mobile deviceuser interface to dismiss displayed content for follow up later.

FIG. 4 is a block diagram illustrating an embodiment of a streamingvideo system and user interface to dismiss displayed content for followup later.

FIG. 5 is a block diagram illustrating an embodiment of a computersystem and browser interface to dismiss displayed content for follow uplater.

FIG. 6 is a flow chart illustrating an embodiment of a process toprovide access to content dismissed previously for follow up later.

FIG. 7 is a flow chart illustrating an embodiment of a process to trackand respond to user engagement with content dismissed previously forfollow up later.

DETAILED DESCRIPTION

The invention can be implemented in numerous ways, including as aprocess; an apparatus; a system; a composition of matter; a computerprogram product embodied on a computer readable storage medium; and/or aprocessor, such as a processor configured to execute instructions storedon and/or provided by a memory coupled to the processor. In thisspecification, these implementations, or any other form that theinvention may take, may be referred to as techniques. In general, theorder of the steps of disclosed processes may be altered within thescope of the invention. Unless stated otherwise, a component such as aprocessor or a memory described as being configured to perform a taskmay be implemented as a general component that is temporarily configuredto perform the task at a given time or a specific component that ismanufactured to perform the task. As used herein, the term ‘processor’refers to one or more devices, circuits, and/or processing coresconfigured to process data, such as computer program instructions.

A detailed description of one or more embodiments of the invention isprovided below along with accompanying figures that illustrate theprinciples of the invention. The invention is described in connectionwith such embodiments, but the invention is not limited to anyembodiment. The scope of the invention is limited only by the claims andthe invention encompasses numerous alternatives, modifications andequivalents. Numerous specific details are set forth in the followingdescription in order to provide a thorough understanding of theinvention. These details are provided for the purpose of example and theinvention may be practiced according to the claims without some or allof these specific details. For the purpose of clarity, technicalmaterial that is known in the technical fields related to the inventionhas not been described in detail so that the invention is notunnecessarily obscured.

A “dismiss and follow up” model, and systems, methods, and computerprogram products to implement such a model, are disclosed. In variousembodiments, a user control or other interface is provided, inconnection with display of an advertisement, to enable the user todismiss the ad while providing a way for the user to follow up andengage (further) with the ad and/or associated content later. In variousembodiments, a prescribed user gesture, for example, may result in thead being dismissed, but with a follow up communication or other furtheropportunity to engage with the ad, its sponsor, or an associated thirdparty being provided later. In various embodiments, the follow upopportunity may be provided in a manner indicated and/or controlled bythe user.

In various embodiments, a dismiss and follow up model may be implementedat least in part as follows:

-   -   1. An advertisement is presented.    -   2. If user wishes to respond to the ad and receive related        information a preferred format, the user interacts with the ad        or its delivery host in a specific way (e.g. clicking/tapping an        indicated edge or corner, swiping in a certain direction, etc.).    -   3. If a user invokes this function, the ad may disappear or        otherwise reflect the user's follow up request as the following        sequence occurs:        -   a. A third party advertiser “proxy agent” that the user is            currently logged into is contacted with the request.            Examples could be Google, Facebook, Twitter, Verizon, AT&T,            a cable or satellite company, television network, etc.        -   b. The proxy agent relays the follow up request to the            advertiser (or advertiser's agent), and includes information            such as the specific advertisement being responded to as            well as parameters about the requesting user's preferred            communication format.        -   c. The advertiser provides a response (such as appropriate            follow up information or materials in a prescribed format)            to the proxy agent. The proxy agent delivers the response to            the user in his/her preferred format (examples: email,            facebook post, tweet, text message, telephone call, physical            mail, etc.) User receives the response and reviews any            follow up materials at his or her convenience at a later            date and may respond directly to advertiser if desired

In various embodiments, techniques disclosed herein may be used in thecontext of one or more of the following types of device and/or media:

1) Standard personal computers (Windows, Mac, desktops, laptops, etc.)

2) Smartphones, tablets

3) On-demand television/streaming media

4) Radio/streaming music or content

5) Telephone marketing

FIG. 1 is a block diagram illustrating an embodiment of a system toallow displayed content to be dismissed for follow up later. In theexample shown, a plurality of devices 1 to n, represented in FIG. 1 bydevices 102, 104, and 106, connect via a network 108 to content providerservices, not shown in FIG. 1. Examples of content provider servicesincluded, without limitation, search results and other web content;publisher content; mobile app content; streaming video; and applicationcontent accessed using a browser, client application, etc. In variousembodiments, ad servers such as ad server 110 may be used to provide adsto be served to devices such as 102, 104, and 106 ads, such as adsstored in an associated ad content store 112, to be displayed inadvertising content display locations within pages or other displaysprovided to users of devices 102, 104, and 106 in connection with theirconsumption of other content using such devices. Examples includewithout limitation banner ads or other ads displayed in designatedlocations within a display of other, e.g., primary, content; pop-ups orother ads displayed in windows, tabs, frames, or other display areasthat are distinct from but displayed in connection with the display ofother content; ads inserted into breaks in other content, such as videocontent streamed to a networked television, computer, or other displaydevice; and ads displayed in a designated part of a display of searchresults or other content.

In various embodiments, a proxy agent system 114 is used as anintermediary to provide ads for display on devices such as devices 102,104, and 106. For example, as users of devices such as devices 102, 104,and 106 access primary content, proxy agent system 114 may receive anindication as opportunities to display ads arise. Proxy agent system 114may obtained ads from ad servers such as ad server 110, and provide suchads for display on devices such as devices 102, 104, and 106. In someembodiments, proxy agent system 114 may be configured to insert intoand/or otherwise provide in connection with ad content additional imagesand/or code to be displayed and/or otherwise used at the destinationdevice to enable a user of the device to dismiss the ad for later followup, as disclosed herein. For example, in some embodiments proxy agentsystem 114 may provide a transparent layer that includes code that willrespond to performance by a user of a dismiss and follow up touch screengesture by providing dismiss and follow up processing as disclosedherein. In some embodiments, the layer may be transparent with theexception of a widget or other visibly displayed control that will bedisplayed in a manner and/or region of the advertising display area soas to interfere only minimally or not at all in the display of theadvertising content.

In some embodiments, ads may be served to user devices, such as devices102, 104, and 106, directly from ad servers such as ad server 110, butwill be displayed at such devices in a manner that provides a mechanismfor the user to dismiss the advertising content for follow up later.

In various embodiments, proxy agent system 114 is configured to supportdismissal of advertising (or other) content for follow up later. Uponreceiving an indication that a specific user (device) has received aninput to dismiss an ad for later follow up, proxy agent system 114 addsto a follow up queue associated with the user (device) an entry for thedismissed ad. The follow up queue for the user (device) may be includedin a follow-up queue data store 116 comprising for each of a pluralityof users (devices) a corresponding queue of ads (or other content) thatthe user has dismissed previously for follow up later. In variousembodiments, the timing, nature, and manner of follow up may bedetermined at least in part based on user profile (e.g., preference)data stored in a user profile database 118. For example, and withoutlimitation, a user may indicate dismiss and follow up preferences, usinga web-based or other dismiss and follow up user settings interface.Preferences indicated by a user may be stored in a corresponding userprofile in user profile database 118.

In various embodiments, user preferences and/or proclivities may beinferred from tracked user behavior, e.g., tracked user engagement withads (e.g., which ads provided to the user were ignored, engaged withimmediately by the user, and/or dismissed for later follow up by theuser) and/or tracked user further engagement with ads dismissedpreviously by the user for later follow up. In various embodiments,tracked behavior and/or profile attributes derived from such trackedbehavior may be store in the user profile database 118.

In various embodiments, interposing proxy agent system 114 between theusers of devices such as devices 102, 104, and 106, on the one hand, andad servers such as ad server 110, on the other, provides the ability forthe user to dismiss and ad for later follow up with the knowledge andassurance that the advertiser will not immediately and/or directlyreceive any personal identifying information about the user. Instead,the follow up content may be viewed by the user at the user's leisure,via the proxy agent system 114, and only upon providing an indicationthat the user desires to engage further and/or directly with theadvertiser regarding the ad content will such information be provided tothe advertiser.

In various embodiments, advertisers may provide or otherwise makeaccessible to proxy agent system 114 further and/or different contentthan the original ad content. For example, advertisers may provide moredetailed and/or more rich (e.g., multi-media, etc.) content to bedisplayed to users who have dismissed a displayed ad for later followup. Such further content may be interactive and may provide inducements,opportunities, and mechanisms for the user to provide and/or requestfurther information. In various embodiments, user interactions withcontent provided to the user by proxy agent system 114 during the courseof follow up are tracked. User information may be gathered and/orobtained from user profile data to be provided to an advertiser forfurther follow up, e.g., by a human sales representative, onlineinteractions, etc.

FIG. 2 is a flow chart illustrating an embodiment of a process to allowdisplayed content to be dismissed for follow up later. In the exampleshown, an ad is displayed (202). An indication, e.g., a user input, isreceived that the user desires to dismiss the ad and follow up later(204). Data associated with the ad (e.g., ad content, unique content id,etc.) and user (e.g., device id, user id) are captured and used to storea follow up record, such as by adding data associated with the ad to afollow up queue associated with the user and/or device (206). Follow upis provided in a manner associated with the user (208). For example, invarious embodiments the user may specify how and when the user is to beinformed/reminded of the follow up (e.g., add to a queue the user mustaccess to follow up; email, text message, or other communication to theuser; etc.). In various embodiments, a proxy agent such as proxy agentsystem 114 of FIG. 1 implements all or part of the process of FIG. 2.

FIG. 3 is a block diagram illustrating an embodiment of a mobile deviceuser interface to dismiss displayed content for follow up later. Invarious embodiments, a visual control or other indicator may be selectedby a user, or a specific user gesture may be used, to dismiss and ad andreceive follow up later. In the example shown on the left side in FIG.3, mobile device 302 includes a touch-sensitive display device on whicha primary content is displayed in an upper portion 304 and a mobiledevice advertisement is displayed in an ad display area 306. The ad inthis example includes a user selectable dismiss and follow up control308. Upon selection of the control 308, dismiss and follow up processingis performed with respect to the ad displayed in ad display area 306. Inthe example on the right side in FIG. 3, mobile device 322 includes atouch sensitive display device in which a primary content is displayedin an upper display area 324 and a mobile device advertisement isdisplayed in an ad display area 326. A user dismiss and follow uptouchscreen gesture 328, in this example a swipe downward from the addisplayed in area 326, results in the ad being dismissed (no longerdisplayed) and saved for follow up later.

FIG. 4 is a block diagram illustrating an embodiment of a streamingvideo system and user interface to dismiss displayed content for followup later. In various embodiments, a user may be invited and/or enabledto select a specified control, such as a specific button on the user'sremote control or other device, to dismiss an ad and receive follow uplater and/or via a separate communication and/or medium. In the exampleshown, a streaming video system 402 includes a display device 404 onwhich a streaming video advertisement is displayed. The user is invitedby text displayed at the bottom of display device 404 to select adismiss and follow up control on the user's remote to dismiss the ad andreceive follow up information later, e.g., via a different medium and/orat a more convenient time. In some embodiments, the dismiss and followup control enables a viewer to resume receiving the primary streamingvideo content immediately, without having to wait for the ad to bedisplayed, in exchange for agreeing to receive follow up informationlater and/or via another medium.

FIG. 5 is a block diagram illustrating an embodiment of a computersystem and browser interface to dismiss displayed content for follow uplater. In various embodiments, ad or other secondary content displayedvia a web browser, such as search engine search results, may include auser-selectable link which, if selected by the user, results in a followup being sent to the user, e.g., in a user-specified and/or configurableway, about the associated advertisement or other content. In the exampleshown, computer system 502 includes a display device 504 on which a webbrowser is being used to display search engine results. The searchengine results page includes a set of advertisements 506, each of whichincludes an associated user-selectable hyperlink labeled “dismiss andfollow up”. Selection of a link results in an HTTP call to an associatedURL, which in turn results in dismiss and follow up processing beingperformed as disclosed herein.

FIG. 6 is a flow chart illustrating an embodiment of a process toprovide access to content dismissed previously for follow up later. Inthe example shown, an indication is received to display contentassociated with previously dismissed ads (602). A queue of adspreviously dismissed by the user is displayed (604). For example,advertiser and/product names may be listed, or graphical representationsof the ad content or portions thereof. User further engagement withpreviously dismissed ads is tracked (606). For example, user actionssuch as deleting an ad from the queue without viewing furtherinformation; viewing an ad for a tracked amount of time; selecting ormousing over or performing other actions that may be associated with alevel of interest in portions of an ad; interacting with interactive ador follow up content; filling out a form or survey; selecting a controlto get more information; clicking through to an advertiser's site, etc.may be tracked. User interaction with related content, such as otherwebsites or sources of information on the subject, such as a product orclass of product, may be tracked. Further responsive actions may betaken based on the observed user interaction with the follow up content(608). For example, a sales “lead” record may be generated and sent tothe advertiser. Such a record may include tracking information regardingthe user's interaction with the ad and/or related content, and in someembodiments may include user profile data. For example, in someembodiments a user may be invited to select a control to be contacted bya sales representative. Contact information, including the user'spreferred manner of being contacted, may be provided to the advertiser.

FIG. 7 is a flow chart illustrating an embodiment of a process to trackand respond to user engagement with content dismissed previously forfollow up later. In some embodiments, the process of FIG. 7 may be usedto implement step 608 of FIG. 6. In the example shown, an indication isreceived of further user engagement with a previously-dismissed adand/or associated follow up content (702). For example, the user may beobserved to select the ad from a queue of previously-dismissed ads, oropen a link in an email or other communication sent by way of follow up.Data regarding the observed interaction is stored (704). If criteria togenerate and send a sale “lead” or other report to the advertiser issatisfied (706), a report is generated and sent to the advertiser (708).Subsequent further interactions associated with the same content may betracked in subsequent iterations of the process of FIG. 7. Trackinginformation may be accumulated in this way until a “lead” or otherreport generation criteria is met (706). Examples of such criteriainclude, without limitation, the user selecting an option to becontacted by a sales rep, the user accessing content from other sourcesabout the product or service, the user placing a related item in ashopping cart but not consummating a transaction, etc.

In various embodiments, use of techniques disclosed herein may enableone or more of the following benefits to be realized:

-   -   1) Users (especially mobile or streaming media users) may be        more willing to respond to a relevant ad if they know it will        not interrupt their workflow or current task and can do so        without providing personal contact data directly to an        advertiser (especially if doing so could dismiss the current ad        in exchange).    -   2) Advertisers may receive more responses from qualified leads.    -   3) Advertisers may be able to deliver extremely valuable “leave        behind” materials that are more likely to result in a valuable        response than a single ad impression.

Although the foregoing embodiments have been described in some detailfor purposes of clarity of understanding, the invention is not limitedto the details provided. There are many alternative ways of implementingthe invention. The disclosed embodiments are illustrative and notrestrictive.

What is claimed is:
 1. A system, comprising: a memory device; and aprocessor coupled to the memory device and configured to: receive from auser device via a network an indication to display previously dismissedcontent, wherein the previously dismissed content includes content thatwas previously presented on the user device and the user device isconfigured to receive, from a user via an interface of the user device,an input that indicates the user desires to dismiss and follow up withthe content at a later time, wherein interface of the user device isconfigured to receive one or more different types of input from the userto dismiss the content, wherein an input type of the different types ofinput that dismisses the content has a corresponding electronicfollow-up format; retrieve from a data store a list of the previouslydismissed content from the memory device; provide via the network thelist of the previously dismissed content to the user device in anelectronic follow-up format associated with the user corresponding tothe input type received from the user to dismiss the content, whereinthe previously dismissed content includes follow up content, wherein thefollow up content includes content other than or in addition to thepreviously dismissed content; track user engagement with the list of thepreviously dismissed content on the user device; and perform aresponsive action based at least in part on the tracked user engagement.2. The system of claim 1, wherein user engagement includes at least oneof deleting previously dismissed content from the list of the previouslydismissed content without viewing further information, viewing thepreviously dismissed content for period of time, selecting a content ofthe previously dismissed content, interacting with the previouslydismissed content, and clicking through to a website of a contentprovider associated with the previously dismissed content.
 3. The systemof claim 1, wherein the processor is further configured to store dataassociated with the tracked user engagement.
 4. The system of claim 1,wherein to perform a responsive action, the processor is furtherconfigured to: generate a sales record; and send the sales record to acontent provider.
 5. The system of claim 1, wherein to perform aresponsive action, the processor is further configured to provide acontrol to be displayed on the user device that when selected, enables acontact provider to contact the user.
 6. The system of claim 1, whereinto perform a responsive action, the processor is further configured tosend contact information associated with the user device to a contentprovider.
 7. The system of claim 1, wherein the processor is furtherconfigured to: receive an indication of the user engagement with acontent of the previously dismissed content; and store data associatedwith the user engagement.
 8. The system of claim 7, wherein theprocessor is further configured to: accumulate the data associated withthe user engagement until report generation criteria is met; and sendthe accumulated data to a content provider in the event the reportgeneration criteria is met.
 9. The system of claim 8, wherein the reportgeneration criteria includes receiving a selection of an option to becontacted by the content provider.
 10. The system of claim 8, whereinthe report generation criteria includes a user associated with the userdevice accessing other content associated with the content provider. 11.The system of claim 8, wherein the report generation criteria includes auser associated with the user device beginning but not completing atransaction with the content provider.
 12. The system of claim 1,wherein the previously dismissed content was previously displayed on theuser device and dismissed by a user input.
 13. The system of claim 12,wherein the user input comprises a dismiss and follow up gesture enteredvia a touchscreen.
 14. A method of providing access to previouslydismissed content, comprising: receiving from a user device via anetwork an indication to display the previously dismissed content,wherein the previously dismissed content includes content that waspreviously presented on the user device and the user device isconfigured to receive, from a user via an interface of the user device,an input that indicates the user desires to dismiss and follow up withthe content at a later time, wherein interface of the user device isconfigured to receive one or more different types of input from the userto dismiss the content, wherein an input type of the different types ofinput that dismisses the content has a corresponding electronicfollow-up format; retrieving from a data store a list of the previouslydismissed content from a memory device; providing via the network thelist of the previously dismissed content to the user device in anelectronic follow-up format associated with the user corresponding tothe input type received from the user to dismiss the content, whereinthe previously dismissed content includes follow up content, wherein thefollow up content includes content other than or in addition to thepreviously dismissed content tracking user engagement with the list ofthe previously dismissed content on the user device; and performing aresponsive action based at least in part on the tracked user engagement.15. The method of claim 14, wherein user engagement includes at leastone of deleting previously dismissed content from the list of thepreviously dismissed content without viewing further information,viewing the previously dismissed content for period of time, selecting acontent of the previously dismissed content, interacting with thepreviously dismissed content, and clicking through to a website of acontent provider associated with the previously dismissed content. 16.The method of claim 14, further comprising storing data associated withthe tracked user engagement.
 17. The method of claim 14, furthercomprising providing a control to be displayed on the user device thatwhen selected, enables a contact provider to contact the user.
 18. Acomputer program product embodied in a non-transitory computer readablestorage medium and comprising computer instructions for: receiving froma user device via a network an indication to display previouslydismissed content, wherein the previously dismissed content includescontent that was previously presented on the user device and the userdevice is configured to receive, from a user via an interface of theuser device, an input that indicates the user desires to dismiss andfollow up with the content at a later time, wherein interface of theuser device is configured to receive one or more different types ofinput from the user to dismiss the content, wherein an input type of thedifferent types of input that dismisses the content has a correspondingelectronic follow-up format; retrieving from a data store a list of thepreviously dismissed content from a memory device; providing via thenetwork the list of the previously dismissed content to the user devicein an electronic follow-up format associated with the user correspondingto the input type received from the user to dismiss the content, whereinthe previously dismissed content includes follow up content, wherein thefollow up content includes content other than or in addition to thepreviously dismissed content; tracking user engagement with the list ofthe previously dismissed content on the user device; and performing aresponsive action based at least in part on the tracked user engagement.19. The system of claim 1, wherein the previously dismissed content isprovided to the user device according to one or more user preferences,wherein the one or more user preferences include a timing of providingthe list of the previously dismissed content.